That is definitely not true of all software. Consumer and SMB Web applications, maybe, but domain-specific business software can be a rather nontrivial and capi

That is definitely not true of all software. Consumer and SMB Web applications, maybe, but domain-specific business software can be a rather nontrivial and capital-intensive undertaking. Those are the quiet companies engaged in the "boring" business of making money that you don't hear about. That said, a lot of the money goes to marketing. Google AdAwords and low-touch web-based marketing doesn't work for all kinds of products; in an esoteric business market niche, the cost of customer acquisition is rather high, as trade shows, conferences and personal connections matter a lot more.